The ENS domain name was added to the sports company’s growing collection of NFTs, joining Nike and Adidas in the metaverse.
Puma is the latest major brand to buy a decentralized URL and reveal their nonfungible token, or NFT, by changing their Twitter handle to Puma.eth. The domain name was registered with the Ethereum Name Service, or ENS, by the German sportswear company.
PUMA.eth entered the top 100 most followed Twitter accounts with a @ensdomains name at number 13!
Welcome @PUMA 🎉
— eth-leaderboard.eth (@ethleaderboard) February 21, 2022
Budweiser, an Anheuser-Busch InBev subsidiary, purchased Beer.eth through ENS on OpenSea last year for 30 ETH. When the fast-food chain White Castle registered the domain name whitecastleofficial.eth, ENS’ former director of operations tweeted about his delight.
According to an ENS Medium post, all.ETH names are NFTs that can be “easily plugged-in to the ever-expanding NFT ecosystem.” Some of the advantages of an ENS name include the ability to receive any cryptocurrency, token, or blockchain-based asset, as well as point to a decentralized website and store profile information such as an avatar, email address, or Twitter handle.
Puma’s ENS name is one of several recent NFT-related moves made by the company. Puma has invested in several feline-inspired NFT collections, including Cool Cats NFT, Lazy Lions, Gutter Cat Gang, and CatBlox, according to the Puma.eth OpenSea page.
— CatBlox (@CatBloxStudios) February 21, 2022
Puma was ranked 13th on the.eth Leaderboard, which lists the most followed Twitter accounts with.ETH names, at the time of publication. Parishilton.eth, owned by celebrity Paris Hilton, is first, followed by shaq.eth, owned by former NBA player Shaquille O’Neal.
Puma is one of the world’s largest sportswear brands, alongside Nike and Adidas, both of which have made significant forays into the Web3 space. RTFKT, a virtual sneakers and collectibles brand, was acquired by Nike, while Adidas Originals launched an NFT collaboration with Bored Ape Yacht Club, PUNKS Comic, and gmoney.
According to Dune Analytics, the Ethereum Name Service has a total of 724,096 ENS names created at the time of writing, with the highest number of monthly registrations occurring in the last few months. Unstoppable Domains, ENS’ competitor, has over 2 million domains registered, according to the company website, and it recently launched Login, its own single-sign-on service for Ethereum and Polygon. Web 3 users are increasingly adopting decentralized URLs for digital identities as more DApps, wallets, exchanges, and marketplaces support NFT usernames.
Disclaimer: These are the writer’s opinions and should not be considered investment advice. Readers should do their own research.